BRAND AND MARKETING STRATEGIES OF ARABICA COFFEE PRODUCTS OF COMMUNITY ENTERPRISES IN MAE HONG SON PROVINCE: THE INSPIRATION OF HOMHOH BRAND
Published In: 9TH INTERNATIONAL CONFERENCE ON ADVANCES IN SOCIAL SCIENCE, MANAGEMENT AND HUMAN BEHAVIOUR
Author(s): CHUN-UN , MANOP
Abstract: This qualitative research focused on brand development and marketing strategies for Arabica coffee products for community enterprises in Mae Hong Son Province for commercial benefits. The sample group was selected by the purposive sampling and the sample employed a group of 30 quality home-made coffee makers and processors, who operated the market under the Hom Hoh brand. Data were collected by exploring the community context, group discussions and in-depth interviews including content analysis. The study indicated that brand positioning used to create competitive advantage and differentiation is a special high-quality organic coffee from a source only on Doi Mae Hoh. The essence of the brand is organic coffee that cares about all steps of the production process combined with no imitation. This brand is reliable, charming and identity of the original tribal coffee from Mae Hong Son and the competitive marketing strategy is the strategy to make a difference only in special market segmen
- Publication Date: 15-Sep-2019
- DOI: 10.15224/978-1-63248-179-5-12
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- Downloads: 0
THE MARKETING POTENTIAL DEVELOPMENT FOR SUSTAINABLE COMMUNITY ENTERPRISES OF BAAN PANG MOO AGRICULTURAL HOUSEWIFE GROUPS, PANG MOO SUBDISTRICT, MUNG, MAEHONGSON PROVINCE.
Published In: 9TH INTERNATIONAL CONFERENCE ON ADVANCES IN SOCIAL SCIENCE, MANAGEMENT AND HUMAN BEHAVIOUR
Author(s): ARDCHAWIN JAIKAEW , MANOP CHUM-UN , PICHAPHOP PANPAE
Abstract: The objective of this research was to expand and create product lines and distribution channels for fermented soybean sheet products, peanut products, pea bean products, and sesame oil of Ban Pang Moo Housewife Groups. The research tools consisted of community forum, a focus group, marketing field trips and on-site visit. The research result that beans can be developed into ingredients such as chili paste, roasted chili paste and vegetarian foods. Peanut and pea bean products are used as the ingredients of making salad instead of a snack; otherwise, white and black sesame can be both used for beauty purpose and healthy, peanut products as the ingredients in salad. Also, lotions, as well as aroma products, and vegetarian foods are all made from all of these products. While developing new products or services differed from the original product lines, in future, the development should do as the form of homestay program. However, Bann Pang Moo agricultural Housewife Groups must provide gue
- Publication Date: 15-Sep-2019
- DOI: 10.15224/978-1-63248-179-5-13
- Views: 0
- Downloads: 0